Demystifying the Roles and Responsibilities of Product Professionals


Kenny Kranseler
280 Group
Principal Consultant and Trainer

Kenny Kranseler is a Principal Consultant and Trainer with 280 Group and part-time instructor for the Product Management certificate program at the University of Washington. He has extensive experience in building, developing and leading product management teams at innovative enterprises like Amazon and Microsoft and “unicorn-ready” startups across the Pacific Northwest.

Demystifying the Roles and Responsibilities of Product Professionals

Surprisingly, one of the biggest challenges a product management team faces is how poorly others understand what they do—and don’t do. When it is unclear what product management is responsible for, it can end up being responsible for everything—and recognized for nothing. This month we clear up the mystery and provide tools to help product management leaders drive their teams to higher levels of role clarity, authority, and respect.


Using DACI to help make clear how decisions get made in key areas such as Pricing, Business Case approval, and during product gate reviews

Clear role definitions for the PM and PMM, and how they must work together closely for ultimate product success

Using RACI to set clear role expectations, and better manage stakeholder relationships


Product management roles have significant overlap with the roles of product marketing, product owner, program management, and product design—but there are areas where the Product Manager can (and should) take the lead. Defining roles and communicating what is in the domain of the PM versus these related roles, and even others, can set the team up for success.

You need two powerful tools to help bring this clarity: RACI and DACI. Using a RACI matrix will identify individuals who own specific tasks and their role in completing those tasks. The DACI framework defines who owns both driving and communicating decisions. 

Join our webinar to learn what is (and isn’t) part of a Product Manager and Product Marketing Manager role. Gain a deep understanding of how their responsibilities relate to other roles, like the Product Owner, and how teams can use tools like RACI and DACI to both level-set stakeholder expectations and clarify how key product decisions get made.


Roger Snyder is the Vice President of Marketing, and a Principal Consultant and Trainer at 280 Group. He has over 25 years of experience in high technology, first working in development, project management, and business development before finding his true passion – product management.

Roger Snyder
280 Group
VP of Marketing

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